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Plunging the body into freezing water has 'a natural power' to heal and 'anyone can learn' to withstand it — so claims world-famous Iceman, Wim Hof.
Yet the Dutchman's methods, which also involve unusual breathing techniques he says can help alleviate a raft of conditions, have now been linked to a string of deaths.
Since 2015, 11 deaths, including that a 17-year-old girl, are thought to have occurred after people tried his techniques, or those similar, it has been reported.
Both aspects of Hof's plan, cold water and breathing exercises, carry risks and these are heightened when the two are combined — something Hof warns against doing.
So just what are the supposed benefits — and dangers — of these techniques? Here, some of the world's leading experts reveal the truth.
'Iceman' Wim Hof's therapy, where people plunge themselves into freezing water and perform breathing techniques in the hope of curing or alleviating health issues, has been linked to a string of deaths
In a interview on Piers Morgan Uncensored, the 65-year-old revealed how he first embraced the unusual method in a bid to conquer grief following his wife's death in 1995
Hyperventilation within seconds of entering cold water
Hof is most famous for advocating the benefits of exposure to cold water on the human body, and is often seen swimming in frozen lakes, exercising on glaciers and doing one-handed press-ups high up in snow-covered mountains.
He believes it boosts blood circulation, reduces inflammation and helps with weight loss.
And eye-catching claims such as these have no doubt helped popularise ice baths with scores of celebrity fans, from presenters Holly Willoughby and Russell Brand to popstars Madonna and Lizzo, getting in on the act.
But going into any body of water below 15C (59F) — the temperature often met in the UK's oceans, rivers and lakes — unprepared could have serious and potentially deadly repercussions.
Cold water shock is a term for the sudden and drastic measures the human body undergoes when submerged in extremely cold water.
While, in theory, these instinctive and involuntary measures are designed to help keep us alive in freezing temperatures, they can if fact put us at risk of death.
The first thing that happens after the body is suddenly exposed to cold water is sudden gasp for breath as the body demands oxygen.
This is followed by hyperventilation, a rate of rapid breathing ten-times faster than normal.
The sudden change and demand for oxygen can lead to people increasing their risk of drowning as water can enter their lungs, particularly if they are suddenly submerged with their mouth and nose underwater.
It can also exacerbate feelings of panic, potentially leading to disorientation which can make drowning more likely.
One minute in cold water and your heart can stop beating
Sudden exposure to cold water dramatically increases the risk of cardiac arrest as the body dramatically reacts to frigid temperatures.
Kellie Poole, left, died on April 25, 2022, during a cold water immersion session in the River Goyt. In August 2022, 17-year-old Madelyn Metzger, right, drowned in the family swimming pool in California trying, her father believes, to copy Hof's method
This shock puts the body into survival mode as it desperately attempts to slow the amount of heat escaping and keep vital organs functioning.
It leads to blood vessels in the body constricting in an attempt to stop life-giving heat leaking through the skin and extremities.
At the same time the heart rate spikes with the organ put under extreme strain creating a potentially deadly spike in blood pressure.
At the extreme end this can lead to cardiac arrest, the medical term for when the heart stops beating.
This condition mostly strikes people with heart conditions but even young healthy people experience a 1-3 per cent chance of an irregular heartbeat, the precursor to cardiac arrest from the reaction.
Experts say this reaction is part of why 60 per cent of people who fall into the ocean while in cold seas die within the first minute.
Hof is famous for advocating the benefits of exposure to cold water on the human body, such as on the BBC programme Freeze the Fear
The six-part show sees Dutch 'Iceman' Wim Hof put eight celebrity contestants through a series of challenges. Pictured: Actress Tamzin Outhwaite and Holly Willoughby with Hof
Sports presenter Gabby Logan was another celeb who plunged into ice cold water as part of the show
By itself this can trigger cardiac arrests, even in young healthy people, but practicing breathing exercises like Hof's directly beforehand can increase this risk by 60-fold, experts warn.
Within a few minutes the limbs may stop working
Even getting past the first minute of cold water shock doesn't mean you are out of danger.
As the body continues to priorities your vital organs the blood supply to the arms and legs will slow.
This results in a loss of strength to muscles in these extremities which can drastically limit a person's ability to keep their head above the water.
If a person stays in icy water for long periods they will begin to suffer hypothermia, leading to tiredness, confusion, and slowed breathing rate which can lead them to drown.
The speed of cold-related weakness in the limbs varies depending on the temperature of the water and if the individual is wearing gear like a thermal wetsuit.
How breathing exercises can heighten the cold water risks
Alongside cold water immersion, breathing techniques are the other pillar of the 'Wim Hof Method'.
It involves taking a series of 30 deep breaths, then holding your breath for as long as possible before then taking another breath and holding that for 15 seconds.
Proponents are asked to repeat this cycle three to four times.
Hof claims it combats stress, helps people recover from exercise faster, improves sleep, helps meet fitness goals and enhances creativity and mental abilities.
However, it can drastically increase the risk that cold water poses to the heart — and Hof himself warns on his website that the two should not be combined.
Experts have estimated the normal 1-3 per cent chance of people suffering an irregular heartbeat from cold water increases to 63 per cent if they hold their breath before being immersed.
Professor Mike Tipton of the University of Portsmouth, who has been studying the effects of cold water on the body for 40 years, told The Sunday Times the combination of cold water and breath holding could be dangerous.
The first task of the series required stars to plunge beneath the ice. Pictured, Strictly Come Dancing pro Dianne Buswell
Rapper Professor Green took part in the show, which was filmed in Northern Italy
Hof's website states there are some dangers to his breathing techniques, including loss of motor controls and consciousness
'It’s an incredible way of reproducing cardiac arrhythmias in otherwise fit and healthy individuals,' he said.
Hof's website states there are some dangers to his breathing techniques, including loss of motor controls and consciousness.
It adds that people shouldn't practise them in or near any form of water due to these risks.
A Hof company spokesman, responding to queries about the deaths, said: 'It's important to note that we advise against practising the Wim Hof Method for those with certain health conditions and always recommend consulting a doctor if you're unsure.'
Conditions include heart disease, epilepsy, high blood pressure, having had recent surgery and migraines.
What deaths are linked to cold water and breathing exercises?
One of the deaths grieving families have linked to Hof's techniques is that of Kellie Poole, a mother-of-three, who collapsed and died in a river in Derbyshire after embracing the trend.
The Dutchman claims his methods, which also involve unusual breathing techniques, can help alleviate a raft of conditions
In April 2022 the 39-year-old joined her friend Victoria Fielding at the River Goyt in the Peak District for a two-hour class on the method.
Soon after entering the cold water she began complaining of a headache before collapsing.
She was pulled from the water and another member of the class desperately tried to resuscitate her but she died at the scene.
Her inquest heard that she had an undiagnosed heart condition and the cold water 'might have had an effect on cardiac function and might link to sudden death'.
A prevention of future deaths report was issued to warn that some people may 'experience an adverse physiological reaction to cold water immersion' which could potentially threaten their life.
Another fatality that same year was that of 17-year-old Madelyn Metzger.
In August 2022, Madelyn drowned in her family swimming pool in California trying, her father believes, to copy Hof's method.
Ben Greenfield getting into an ice bath
Her father, Raphael Metzger, found her face down in the water and dragged her out, tried to perform CPR and called paramedics but she sadly passed away.
He later discovered Madelyn had been researching the method since 2020 and had downloaded the Hof app just a month before her death.
Her father has filed a £67million lawsuit and is seeking an injunction that would ban Hof and his businesses from promoting his breathing method in California.
Mr Metzger argues Hof has been negligent in promoting his technique and has caused death by failing to properly warn people of the risk of drowning.
Hof and his business deny the allegations, arguing they owed no duty of care to Madelyn.
They said: 'We are deeply saddened by the loss of life and extend our sympathies to all who have lost loved ones. The safety and wellbeing of everyone practising the Wim Hof Method is of utmost importance to us.
'That is why we consistently emphasise safety across all our platforms, products and in every aspect of our training,' the Times reported.
They said warnings and disclaimers are used anywhere the Wim Hof Method is advertised.
MailOnline has approached The Wim Hof company for further comment.
So what are the benefits of taking a plunge in an ice bath?
Hof first developed his technique after his first wife, Marivelle-Maria, died by suicide after suffering from schizophrenia.
What started as the now 65-year-old's personal journey sparked a wellness business and which now has thousands of followers.
Hof, and his family, have built a multi-million-pound empire from his techniques.
His website claims it can help reduce inflammation, boost the immune system, relieve conditions like arthritis, lower blood pressure, burn fat and help combat depression.
However the scientific evidence to support the claims is mixed.
Hof first developed his technique after his first wife, Marivelle-Maria, died by suicide after suffering from schizophrenia
What started as the 65-year-old's personal journey sparked a wellness business which now has thousands of followers
For example, some studies have reported that it does appear to reduce inflammation.
However, scientists analysing it have added that there needs to be further robust, confirmatory research before the method can be recommended due to the problems of small sample sizes and the high risk of bias in current trials.
Claims can boost physical performance in sport and fitness in general, have met with mixed results when examined in independent trials.
Mental health benefits do have some scientific support. Studies show that 30 minutes of cold-water swimming can ease symptoms of depression and anxiety by increasing the production of mood-elevating hormones such as dopamine.
Indeed, some GPs in England actively prescribe cold water swimming on this basis.
However, unpicking the exact cause and effect in mental health studies is tricky and there could be some impact from the increased exercise of swimming in general and the social aspect of many cold water therapy activities in these reports.
It's also not without risk. Dr Michael Mosley, the much-loved doctor and author, who died earlier this month in Symi, Greece, reported suffering transient global amnesia from cold-water swimming.
This type of amnesia is rare, only occurring in one in 10,000 people each year and, while frightening, lasting only about 24 hours.
While studies have backed up some of the health benefits of the Wim Hof method, experts have cautioned about recommending it, saying further robust evidence is needed. Hof is pictured with comedian Russell Brand
It is most commonly triggered by cold-water swimming, vigorous exercise, sexual intercourse or being under extreme stress.
Scientists believe it's related to how the brain swells during a certain type of breathing, holding your breath while also trying to forcefully exhale, as occurs when swimming in frigid waters.
Some of the danger of cold-water immersion can be mitigated by slowly entering the water and allowing your body to get over the 'shock' of exposure.
This safety tip doesn't remove the increased risk from practicing some breathing techniques or having certain health conditions.